iDiva, a lifestyle community for women, has rolled out a film on the anniversary of the #MeToo movement.
Conceptualised by Taproot Dentsu, the film shows a young woman meeting a middle-aged male architect for a job interview. The man intrudes into her personal space and begins to touch her while talking. The young woman gives him the benefit of doubt that perhaps he was treating her like his daughter. This changes when he places his hand on her thigh. She decides to get up and make a quick exit.
On her way out, the man threatens that she would not make a career with this kind of attitude. The young woman goes into a café and takes to social media to share the experience. The film takes a twist when we see the post being read by a woman, realising to her horror that it was the same man who abused her years ago. A photograph on the mantle reveals that the two women are related and happen to be mother and daughter. The film ends with the message 'if you are delaying, you may be encouraging'.
Titus Upputuru, creative head, Taproot Dentsu Gurugram, said, “It wasn’t an easy subject. One had to keep in mind the sensitivities involved. What happens between a man and a woman within the confines of a professional environment is between them. There are no witnesses. There are no cameras. Nip in the bud is a tribute to every single woman who had the courage to speak about what happened in a moment where there was no one to corroborate the story. Unfortunately, many women took years to report and this allowed the men concerned to continue with the predatory behaviour. Hope this digital film inspires women across the world to nip it in the bud.”
Top news, insights and analysis every weekday
Sign up for Campaign Bulletins
1 day ago
Watch the film conceptualised by Daiko FHO here